Research Methodology

Assignment
- Bharti Joshi (28/049)

1. Part A
(a) Interval Scale:
Numbers represent the differences between objects and may be used for comparison. In this type
of scale, the zero point is arbitrary because it measures attitudes, opinions and index numbers.
These types of numbers are used in range, mean, and standard deviation.

The scale represents increasing and uniform degrees of agreement.

(b) Ratio Scale:

With ratio as a scale, values can be computed and the zero point is fixed. These types of numbers
represent specific information relation to other information such as order, distance, origin and
description. These types of numbers are used in measuring geometric and mean and all statistics.

An absolute zero is assumed.

(c) Nominal Scale:

Numbers are used as labels in a nominal scale and do not bear any significance to the research
other than a means of identification and classification. Numbers are linked to one specific
characteristic of the object. These types of numbers are used in percentages and modes.

A simple matching has occurred.

(d) Ratio scale:

With ratio as a scale, values can be computed and the zero point is fixed. These types of numbers
represent specific information relative to other information such as order, distance, origin and
description. These types of numbers are used in measuring geometric mean and all the statistics.

An absolute zero is assumed.

(e) Ordinal Scale:

Numbers are used to indicate relative positions of objects or the order in which the objects are
placed or appear. This scale does not represent the magnitude of an object. These types of
numbers are used in percentile rating and medians.

More time in studying would ensure higher scale response.

(f) Ordinal Scale:

Numbers are used to indicate relative positions of objects or the order in which the objects are
placed or appear. This scale does not represent the magnitude of an object. These of numbers are
used in percentile rating and medians.

Rankings display a relationship of order between the scale items.

1. Part B

Likert Scale:

It requires the respondents to agree or disagree with a series of statements in designated degrees.
For optimal choice, there should be at least five stages of possible agreement with the middle
number being neither agree nor disagree. This is a type of non-comparative scale with iternized
rating scales. On a point rating spread, respondents are asked to choose a point that is closest to
their agreement with the statement offered.

For Example:

1 = strongly disagree, 2 = disagree, 3 = neither agree nor disagree, 4 = agree, 5 = strongly agree

1. Store Y values customers’ feedback 1, 2, 3, 4, 5

2. Store Y has excellent in-store service 1, 2, 3, 4, 5
3. Store y has product varieties 1, 2, 3, 4, 5
4. Store Y sells high quality products 1, 2, 3, 4, 5
5. Store Y is reliable 1, 2, 3, 4, 5
Semantic Differential Scale:

It was created with seven points along the rating scale. The end points are opposite to each
other’s semantic meaning. On the seven point rating spread, respondents are asked to choose a
point that is closest to their opinion according to the criteria.

I shop primarily at Store Y

Never --:--:--:--:--:--:--: Always

Inconvenient Location --:--:--:--:--:--:--: Convenient Location

Unfriendly salespeople --:--:--:--:--:--:--: Friendly salesperson

High price --:--:--:--:--:--:--: Low price

Staple Scale:

It uses readily known adjectives or phrases that ensure opposite ends of the agreement spectrum
and may be administered over the phone. To evaluate the statement below, the respondent should
select a number that reflects the accuracy of the statement. The more accurate the statement the
higher the number selection the respondents would choose.

Store Y:

+5

+4

+3

+2

+1

I do most of my shopping at this store

-1

-2

-3

-4

-5
a. What is your favorite brand of toothpaste? (rank)
Colgate
Pepsodent
Oral B
Others

Statement- Ordinal Scale numbers are used to indicate relative positions of objects or the order in
which the objects are placed or appear. This scale does not represent the magnitude of an object.
These of numbers are used in percentile rating and medians.

b. How often do you go on vacation?

Statement- Ratio Scale with ratio as a scale, values can be computed and the zero point is fixed.
These types of numbers represent specific information relation to other information such as
order, distance, origin and description. These types of numbers are used in measuring geometric
and mean and all statistics.

c. Do you consume orange juice? Yes/ No

No 1 2 3 4 5 Yes
Statement- Interval Scale numbers represent the differences between objects and may be used for
comparison. In this type of scale, the zero point is arbitrary because it measures attitudes,
opinions and index numbers. These types of numbers are used in range, mean, and standard
deviation.

d. What is your annual income?

Less than 1 lakhs/ 1-5 lakhs/ 5- 10 lakhs/ 10-15 lakhs/ More than 10 lakhs
Statement- Ordinal Scale numbers are used to indicate relative positions of objects or the order in
which the objects are placed or appear. This scale does not represent the magnitude of an object.
These types of numbers are used in percentile rating and medians.

e. I prefer to invest my money in gold than save in banks. True/ False

False 1 2 3 4 5 True

Statement- Interval Scale numbers represent the differences between objects and may be used for
comparison. In this type of scale, the zero point is arbitrary because it measures attitudes,
opinions and index numbers. These types of numbers are used in range, mean, and standard
deviation.
2. a) Identify the population and sampling frame that could be used.

i. Target population: All automobile manufacturers, construction equipment manufacturers and

appliance manufacturers.

ii.    Sampling frame: An association directory listing of the individual manufacturer corporation

of automobile industry, construction equipment industry and home appliances manufacturing
industry.                       

b)  Describe how a simple random sample can be drawn using the identified sampling
frame.

Using simple random sampling method to draw sample size from the sampling frame is the
easiest way of selecting sample size. In this method, the first job of the researcher is to assign a
unique identification number to the each element of the sampling frame. The unique
identification numbers which is assigned to the each element of the sampling frame is randomly
generated either using computer routine or a statistical table. Using this method, sample is
generated by a random procedure where all element of the sample frame has equal probability of
being in the final sample size. Alternatively, a researcher can place all names of the sampling
frame and then shake the container properly to reduce the bias and final sample list can be drawn
out in an unbiased manner.

c)  Could a stratified sample be used? If so how?

Yes, Stratified sample can also be used to draw a sample from the sampling frame. Actually this
is the two-step process where population is categorized or partitioned into various small
populations which is called strata. Using this method, the researcher will try to place all similar
or homogeneous element of the population in one stratum and different or heterogeneous
elements in different strata.

In other words, in this sampling method, entire population of the sampling frame is divided into
smaller groups of population commonly known as strata were strata are formed based on the
specific attribute or characteristic of the elements of individual units of the entire population.
And then a random sample from each stratum is taken, where percentage of the elements taken
from each stratum depends upon the size of the stratums compared to the population.

The key of this method is that all elements should be assigned to only one strata and not a single
element is omitted from assigning a particular strata wherever it fits the most.  Finally, Simple
random sampling method is used to draw sample from each stratum.
While using stratified sampling in above problem situation, we can divide all manufacturers’
auto, construction equipment and major appliances into homogenous strata. For example, we can
divide auto manufacturers into different strata like car manufactures, truck manufacturers,
motorbike manufacturers, etc and then we can select sample from each category of
manufacturers to make sure that our sample represents all varieties of the larger population.

d)  Could a cluster sample be used? If so how?

Yes, cluster sample can also be used to draw sampling from the identified sampling frame.
Cluster sampling is the multi stage sampling in which sample of area is chosen in the first stage
and sample of respondent will be selected from the each previously identified sample of area
using simple random sampling method. Therefore, it is multistage sampling having at least two
or more than two stage. Cluster sampling is popular because it reduces cost of research because
researchers do not have to travel as he/she doesn’t need a sampling frame listing all the elements
in the target population rather sampling cluster is determined by selecting respondent from
certain areas only, or certain time-periods only.

In other words, in cluster sampling method all the naturally formatted groups (for example, auto
manufacturers in Detroit, Michigan) are selected as samples in cluster sampling. One of the
major advantages of cluster sampling is that it does not require sampling frames of all the
sampling units. When the clusters are selected from the whole lot of population then, they are
compiled into frames.  And finally other statistical tools are used to draw conclusion out of those
selected cluster.

To use cluster method in above example, we can determined the cluster of auto manufacturers by
geographic location, for example auto manufacturers of Detroit, Michigan or construction
equipment’s manufacturers in Columbus, Ohio and then use simple random sampling method to
select respondent from each city for further analysis.

e)  Which sampling technique would you recommend? Why?

Since we are determining the demand potential for a new power press we want high level of
precision. Therefore, the best alternative sampling method is stratified sampling method. One of
the major benefits of using this method is that this method ensures that all minority groups are
adequately included in the final sample. The main reason for choosing this method is that it aims
to minimize or eliminate standard error with some control over variance and this method will
give statistically more accurate result than simple random sampling method and cluster sampling
method.
3. Management Decision Problem

The management decision problem asks what the DM needs to do, whereas the marketing
research problem ask what information is needed and how it can best be obtained.
• Research can provide the necessary information to make a sound decision.
• The management decision problem is action oriented.
It is concerned with the possible actions the DM could take.
• How should the loss of market share be arrested?
• Should the market be segmented differently?

Marketing Research Problem

The marketing research problem is information oriented. It wants to determine what information
is needed to make the best decision.
• It involves determining what information is needed and how that information can be
obtained effectively and efficiently.
• Whereas the management decision problem focuses on symptoms, the marketing research
problem focuses on underlying causes.

Management decision Marketing research

problem problem

• Asks what the • Asks what information

decision maker needs is needed and how it
to do should be obtained
• Action oriented • Information oriented
• Focuses on symptoms • Focuses on the
underlying causes

Management Decision problem for: Sweet Cookies:

 Should a new product be introduced?

 Should be advertising campaign be changed?
 Should the price of the brand be increased?

Marketing Problem for Sweet Cookies:

 To determine consumer preferences and purchase intensions for the proposed new
product.
 To determine the effectiveness of the current advertising campaign.
  To determine the price elasticity of demand and impact on sales and profits of various
level of price changes.

Research Design for Sweet Cookies:

The type of research design for the S Cookie applied problem is exploratory followed by
descriptive research.
The six W’s of a descriptive research design might be:
1. Who is a consumer of mixed chocolate pineapple cookies? Potentially as follows:
Cookie purchasers
Premium priced cookies purchasers
Chocolate cookies purchasers
Sweet Brand cookies purchasers
2. Where to contact for the required information? Potentially as follows:
In the grocery store
At home
In the parking lot
3. When should the information be obtained? Potentially as follows:
Before groceries are bought
While shopping for their groceries
Immediately after buying groceries
Within 2 weeks of buying groceries
4. What information should be obtained? Potentially as follows:
Demographics
Psychographics and Lifestyles
Attitude toward the cookies
Attitude toward the price
5. Why are we obtaining information? Potentially as follows:
Determine consumer perception of and reaction to the new cookie
Determine the market size
6. Way – The possible ways in which we are going to obtain information. Potentially as follows:
Observational techniques
Scanner Data
Personal interview
Mail interview
Telephone interview
Electronic interview

4. a. Discuss the purpose of this study?

To find effectiveness of the diet drink on weight reduction. Respondents are divided randomly
into random groups with equal number of members. Members of both groups are weighed on a
weekly basis for a period of three months the weights of members of both the groups are
recorded. For next two months, members of one group are given the diet drink. The weights of
both groups are next taken weekly for the one month.

b. Make a flow chart/diagram of the process of this study?

Study  Sample (Respondents/Groups) Testing Data Analysis Interpretation

c. Identify test units, dependent variable and independent variable?

Test Units - The unit of analysis is the major entity that you are analyzing in your study. For
instance, any of the following could be a unit of analysis in a study: individuals. groups. In this
study the unit is groups.
Dependent Variable - The dependent variable is the effect. Its value depends on changes in the
independent variable. In this study the dependent variable is weight reduction.
Independent Variable - The independent variable is the cause. Its value is independent of other
variables in your study. In this study the independent variable is diet drink.

d. What purpose does each group serve i.e. control group and experiment group?
The control group is composed of participants who do not receive the experimental treatment.
When conducting an experiment, these people are randomly assigned to be in this group. They
also closely resemble the participants who are in the experimental group or the individuals who
receive the treatment.
An experimental group (sometimes called a treatment group) is a group that receives a treatment
in an experiment. The “group” is made up of test subjects (people, animals, plants, cells etc.) and
the “treatment” is the variable you are studying.
 a) Name (optional):

b) Occupation:

c) Annual income:
5. Questionnaire (sent to the bank’s customers to obtain the desired information):
d) Name of the bank:

e) Do you think that your bank caters all your banking needs? Yes/ No

f) For the past how many years are you using the bank services?

g) What kind of account do you maintain in this Bank?

Current/ Saving / Loan/ Demat/ Credit card

h) Which of the following facilities is given more importance in your bank?

Loan facilities/ O/D facilities/ ATM facilities

i) Does your bank have core banking facility for the customers? Yes/ No

j) When you think of your bank what comes first in your mind?

Personalized service/ Wide branch network/Customer service/Computerized banking

k) Do they charge unnecessarily for not maintaining minimum balance in your account?
Yes/No

l) Do you think your bank offers competitive interest rate? Yes/No

m) Do use the service of alternative bank? Yes/No

Thank you for your response.

6. Questionnaire:

1. Considering your complete experience at our dine-in restaurant, how likely would you be to
recommend us to a friend or a colleague?

0 1 2 3 4 5 6 7 8 9 10
Very unlikely Very likely

2. How often do you dine with us?

Daily Weekly Monthly Once in three months First time Other

3. The Server
YES NO N/A
Was the server attentive and available when
you needed him/her?
Was the server knowledgeable and able to
answer your questions the food and
beverages?

4. Food
EXCELLENT/GOOD/AVERAGE/BELOW AVERAGE /POOR
How would you rate the taste of your meal?

How was the temperature of the food?

Please rate your visit on value for the

money.
5. Please rate the following regarding the ambiance of our restaurant.
EXCELLENT/GOOD /AVERAGE /BELOW AVERAGE /POOR

Cleanliness

Lighting

Music

Comfort

7. 1. a) Should a new product be introduced?

Yes, a new product needs to be introduced for expanding business and meeting expectations of
the customers to grow revenue of a company.

b) Should an advertising campaign that has run for three years be changed?
Yes, Advertising campaign which has run for 3 years needs to be changed because of changes
made in terms of technology. Advertising campaigns must be modified as per the changes made
by technology to meet customer’s requirement which will help in increasing higher customer
traffic by increasing profits margin.

c) Should the in-store promotion for an existing product line be increased?

Yes, the in-store promotion for an existing product line should be increased because increasing
line extension will help in brand reinforcement process by increasing brand equity.

d) What pricing strategy should be adopted for a new product?

For a new product, market oriented price must be set so that set goals and targets of company can
be achieved easily.

e) Should the compensation package be changed to motivate the sales force better?

Yes, compensation package should be changed to motivate sales force better because it will help
in help in boosting up sales and meet targets of company easily. It will also help in reducing
turnover cost of employees.

2. a) Estimate the sales and market share of department stores in a certain metropolitan
area.
The sales of department store in a metropolitan area can be determined by cost volume – profit
analysis. The market share of a department store in a metropolitan area can be determined by
sales being measured by percentage of its revenue.

b) Determine the design features for a new product that would result in maximum market
share.

The design features for a new product that would result in maximum market share are its
branding, logo, packaging, signage and etc.

c) Evaluate the effectiveness of alternative TV commercials.

The effectives of Alternative TV commercials help’s in avoiding mistakes, evaluating, creativity

and helps in conducting types of concept tests.

d) Assess current and proposed sales territories with respect to their sales potential and
workload.

Territories can be defined as certain customer group which covers certain geographical area.
Sales potential will help in determining sales target by identifying territories with respect to
allocation of limited resources. Workload is being defined as amount of work which an
individual has to do on regular basis.

e) Determine the prices for each item in a product line so as to maximize total sales for the
product line.

Product line is being defined as group of product which are closely related to particular product.
In determining product line price, the marketing company must determine lowest price of
product and secondly highest price of product and thirdly calculate the price difference of all
products in that line.

8. 1) Scales for measuring store loyalty:

Likert Scale:

It requires the respondents to agree or disagree with a series of statements in designated degrees.
For optimal choice, there should be at least five stages of possible agreement with the middle
number being neither agree nor disagree. This is a type of non-comparative scale with iternized
rating scales. On a point rating spread, respondents are asked to choose a point that is closest to
their agreement with the statement offered.
For Example:

1 = strongly disagree, 2 = disagree, 3 = neither agree nor disagree, 4 = agree, 5 = strongly agree

1. Store Y values customers’ feedback 1, 2, 3, 4, 5

2. Store Y has excellent in-store service 1, 2, 3, 4, 5
3. Store Y sells high quality products 1, 2, 3, 4, 5
4. Store Y is reliable 1, 2, 3, 4, 5
5. Store y has product varieties 1, 2, 3, 4, 5

Semantic Differential Scale:

It was created with seven points along the rating scale. The end points are opposite to each
other’s semantic meaning. On the seven point rating spread, respondents are asked to choose a
point that is closest to their opinion according to the criteria.

I shop primarily at Store Y

Never --:--:--:--:--:--:--: Always

Inconvenient Location --:--:--:--:--:--:--: Convenient Location

Unfriendly salespeople --:--:--:--:--:--:--: Friendly salesperson

High price --:--:--:--:--:--:--: Low price

Staple Scale:

It uses readily known adjectives or phrases that ensure opposite ends of the agreement spectrum
and may be administered over the phone. To evaluate the statement below, the respondent should
select a number that reflects the accuracy of the statement. The more accurate the statement the
higher the number selection the respondents would choose.

Store Y:

+5

+4

+3

+2

+1
I do most of my shopping at this store

-1

-2

-3

-4

-5

3) Likert scale for measuring the attitude of students toward the Internet: (Sample size 30
students)

1 = strongly disagree, 2 = disagree, 3 = neither agree nor disagree, 4 = agree, 5 = strongly agree

Questions 1 2 3 4 5
The internet is faster means of getting
information
I think the internet has more disadvantages
than advantages
I lose the feeling of time when I am online
I avoid using the Internet as much as possible
I like to use the internet to form new
relationships with other people

4)

Questions 1 2 3 4 5
I’m a person who avoids new technology. ✓
I’m a technology buff who keeps up with the ✓
latest equipment.
I take a “wait-and-see” approach to new ✓
technology until it is proven.
I’m the kind of person friends turn to for advice ✓
on buying new technology.

a. I would score Likert Scale on scale 1 to 5 will be 4 agree as Likert Scale is that they are the
most universal method for survey collection, therefore they are easily understood. Since it does
not require the participant to provide a simple and concrete yes or no answer, it does not force
the participant to take a stand on a particular topic, but allows them to respond in a degree of
agreement; this makes question answering easier on the respondent. Likert surveys are also
quick, efficient and inexpensive methods for data collection. They have high versatility and can
be sent out through mail, over the internet, or given in person.

9. 1.a. The manufacturer of a new cereal brand wants to conduct in-home product usage
tests in Chicago.

Target Population – Housewives and Children

Sampling Frame – 1) Which current brand they are using, 2) Which flavor their child likes the
most, 3) Do they have any special price/brand/flavor requirement, 4) Who choose the brand, 5)
How they choose the brand

b. A national chain store wants to determine the shopping behavior of customers who have
its store charge card.

Target Population – Existing customers with cards

Sampling Frame – 1) Do you like the facility of card, 2) It is more convenient than the usual
shopping, 3) It helps you in what ways, 4) Will you recommend it others also

c. A local TV station wants to determine households’ viewing habits and programming

preferences.

Target Population – Housewives and Children

Sampling Frame – 1) Which is your favorite T.V. Channel, 2) How many hours you watch of
T.V., 3) Which are your favorite T.V. programmers, 4) Who handles the remote a majority of the
time

d. The local chapter of the American Marketing Association wants to test the effectiveness
of its new member drive in Atlanta.

Target Population – New and Aspiring members

Sampling Frame – 1) How was the experience of the drive, 2) Was it worthy or not, 3) Will you
recommend to others

10. 1.a. The Chi-Square Test of Independence determines whether there is an association

between categorical variables (i.e., whether the variables are independent or related). It is a
nonparametric test. This test is also known as: Chi-Square Test of Association.
Chi-Square Test of Independence and determined because the chi-square must perform and data
is not supplied to run the test.

c. Chi-Square Test for contingency table

The chi-squared test of significance is useful as a tool to determine whether or not it is worth the
researcher's effort to interpret a contingency table. A significant result of this test means that the
cells of a contingency table should be interpreted.

11. a) Frequencies

Statistics
Awareness of Attitude Preference for Purchase Loyalty for
Nike toward Nike Nike Intention for Nike
Nike
Valid 44 44 44 44 44
N
Missing 1 1 1 1 1
Mean 4.18 4.07 4.23 4.05 3.95
Std. Deviation 1.883 1.910 1.538 1.711 1.684
Variance 3.548 3.646 2.366 2.928 2.835
Skewness -.253 .045 .121 .014 -.017
Std. Error of Skewness .357 .357 .357 .357 .357
Kurtosis -1.092 -1.063 -.604 -.702 -1.186
Std. Error of Kurtosis .702 .702 .702 .702 .702
25 3.00 3.00 3.00 3.00 2.00
Percentiles 50 4.00 4.00 4.00 4.00 4.00
75 6.00 6.00 5.00 5.00 5.00

Frequency Table -

Awareness of Nike
 Frequency Percent Valid Cumulative
Percent Percent
Highly unaware 5 11.1 11.4 11.4
less unaware 5 11.1 11.4 22.7
Unaware 6 13.3 13.6 36.4
Neither aware nor 7 15.6 15.9 52.3
Valid unaware
Aware 7 15.6 15.9 68.2
less aware 10 22.2 22.7 90.9
Highly aware 4 8.9 9.1 100.0
Total 44 97.8 100.0
Missing 9 1 2.2
Total 45 100.0

Pie Chart -

Frequency Table –

Preference for Nike

 Frequency Percent Valid Percent Cumulative
Percent
very unpreferable 1 2.2 2.3 2.3
unpreferable 5 11.1 11.4 13.6
least unpreferable 8 17.8 18.2 31.8
neutral 13 28.9 29.5 61.4
Valid
least preferable 7 15.6 15.9 77.3
preferable 6 13.3 13.6 90.9
very preferable 4 8.9 9.1 100.0
Total 44 97.8 100.0
Missing 9 1 2.2
Total 45 100.0

Pie Chart –

Frequency Table –
 Purchase Intention for Nike
Frequency Percent Valid Percent Cumulative
Percent
never purchase 4 8.9 9.1 9.1
least often 3 6.7 6.8 15.9
less often 11 24.4 25.0 40.9
sometimes 9 20.0 20.5 61.4
Valid
very sometimes 7 15.6 15.9 77.3
sometimes 6 13.3 13.6 90.9
regularly 4 8.9 9.1 100.0
Total 44 97.8 100.0
Missing 9 1 2.2
Total 45 100.0

Pie Chart –

Frequency Table –

Loyalty for Nike

 Frequency Percent Valid Percent Cumulative
Percent
highly super loyal 2 4.4 4.5 4.5
super loyal 10 22.2 22.7 27.3
extreme level loyal 7 15.6 15.9 43.2
never loyal 5 11.1 11.4 54.5
Valid
extreme level disloyal 11 24.4 25.0 79.5
super disloyal 7 15.6 15.9 95.5
highly super disloyal 2 4.4 4.5 100.0
Total 44 97.8 100.0
Missing 9 1 2.2
Total 45 100.0

Pie Chart –
(b) Crosstabs

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
User Group * Sex 45 100.0% 0 0.0% 45 100.0%

User Group * Sex Cross-tabulation

Count
Sex Total
Female Male
Light Users 14 5 19
User Group Medium Users 5 5 10
Heavy Users 5 11 16
Total 24 21 45
 Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 6.341a 2 .042
Likelihood Ratio 6.545 2 .038
Linear-by-Linear Association 6.182 1 .013
N of Valid Cases 45
1 cells (16.7%) have expected count less than 5. The minimum expected
count is 4.67.

Symmetric Measures
Value Approx. Sig.
Phi .375 .042
Nominal by Nominal
Cramer's V .375 .042
N of Valid Cases 45

(c) T-Test

One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Awareness of Nike 44 4.18 1.883 .284

One-Sample Test
Test Value = 3.0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the
Difference
Lower Upper
Awareness of Nike 4.162 43 .000 1.182 .61 1.75
 (d) T-Test

Group Statistics
Sex N Mean Std. Deviation Std. Error Mean
Female 23 3.57 1.903 .397
Awareness of Nike
Male 21 4.86 1.652 .360
Female 24 3.58 1.998 .408
Attitude toward Nike
Male 20 4.65 1.663 .372
Female 24 3.92 1.412 .288
Preferene for Nike
Male 20 4.60 1.635 .366
Female 24 4.13 1.941 .396
Purchase Intention for Nike
Male 20 3.95 1.432 .320
Female 23 4.17 1.696 .354
Loyalty for Nike
Male 21 3.71 1.678 .366

(e) T-Test

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean
Awareness of Nike 4.21 43 1.897 .289
Pair 1
Loyalty for Nike 3.98 43 1.697 .259

Paired Samples Correlations

N Correlation Sig.
Pair 1 Awareness of Nike & Loyalty for Nike 43 .068 .664
 Paired Samples Test
Paired Differences t df Sig. (2-tailed)
Mean Std. Std. Error 95% Confidence Interval
Deviation Mean of the Difference
Lower Upper
Awareness of .233 2.458 .375 -.524 .989 .621 42 .538
Pair 1 Nike - Loyalty for
Nike

(f) NPar Tests

One-Sample Kolmogorov-Smirnov Test

Awareness of
Nike
N 44
Mean 4.18
Normal Parametersa,b
Std. Deviation 1.883
Absolute .151
Most Extreme Differences Positive .104
Negative -.151
Kolmogorov-Smirnov Z 1.002
Asymp. Sig. (2-tailed) .268
a. Test distribution is Normal.
b. Calculated from data.

(g) NPar Tests

One-Sample Kolmogorov-Smirnov Test

Awareness of
Nike
N 44
Mean 4.18
Normal Parametersa,b
Std. Deviation 1.883
Absolute .151
Most Extreme Differences Positive .104
Negative -.151
Kolmogorov-Smirnov Z 1.002
 Asymp. Sig. (2-tailed) .268
a. Test distribution is Normal.
b. Calculated from data.

13. ANOVA

Sum of df Mean Square F Sig.

Squares
Between 107.701 2 53.851 49.234 .000
Groups
Awareness of Nike
Within Groups 44.844 41 1.094
Total 152.545 43
Between 101.121 2 50.561 37.234 .000
Groups
Attitude toward Nike
Within Groups 55.674 41 1.358
Total 156.795 43
Between 49.199 2 24.600 19.201 .000
Groups
Preference for Nike
Within Groups 52.528 41 1.281
Total 101.727 43
Between .159 2 .080 .027 .974
Groups
Loyalty for Nike
Within Groups 121.750 41 2.970
Total 121.909 43
Between .427 2 .214 .070 .933
Purchase Intention for Groups
Nike Within Groups 125.482 41 3.061
Total 125.909 43

Analysis of variance, or ANOVA, is a statistical method that separates observed variance data
into different components to use for additional tests. A one-way ANOVA is used for three or
more groups of data, to gain information about the relationship between the dependent and
independent variables.
Analysis of variance (ANOVA) is a collection of statistical models and their associated
estimation procedures (such as the "variation" among and between groups) used to analyze the
 differences among means. ANOVA is based on the law of total variance, where the
observed variance in a particular variable is partitioned into components attributable to different
sources of variation. In its simplest form, ANOVA provides a statistical test of whether two or
more population means are equal, and therefore generalizes the t-test beyond two means.
14. Correlation analysis is a method of statistical evaluation used to study the strength of a
relationship between two, numerically measured, continuous variables (e.g. height and weight).
This particular type of analysis is useful when a researcher wants to establish if there are possible
connections between variables.

It is often misunderstood that correlation analysis determines cause and effect; however, this is
not the case because other variables that are not present in the research may have impacted on
the results.

Correlations

Awarene Attitude Preference Purchase Loyalty for

ss of toward for Nike Intention for Nike
Nike Nike Nike
Pearson Correlation 1 .790** .596** .031 .068
Awareness of Nike Sig. (2-tailed) .000 .000 .846 .664
N 44 43 43 43 43
Pearson Correlation .790** 1 .601** .102 .081
Attitude toward Nike Sig. (2-tailed) .000 .000 .513 .604
N 43 44 43 43 43
Pearson Correlation .596** .601 **
1 .226 .193
Preference for Nike Sig. (2-tailed) .000 .000 .145 .215
N 43 43 44 43 43
Pearson Correlation .031 .102 .226 1 .759**
Purchase Intention for
Sig. (2-tailed) .846 .513 .145 .000
Nike
N 43 43 43 44 43
**
Pearson Correlation .068 .081 .193 .759 1
Loyalty for Nike Sig. (2-tailed) .664 .604 .215 .000
N 43 43 43 43 44

**. Correlation is significant at the 0.01 level (2-tailed).

In significance: It should be higher than 0.05

In Correlation: It should be higher than 0.5

12.1. a. State the null hypothesis.

A null hypothesis is a type of hypothesis used in statistics that proposes that there is no

difference between certain characteristics of a population (or data-generating process). 

Null Hypothesis (H0): There is no difference between the three formats.

b. What statistical test should you use?

ANOVA test should be used because there are more than two samples.

A one way ANOVA is used to compare two means from two independent (unrelated) groups
using the F-distribution. The null hypothesis for the test is that the two means are equal.

c. What are the degrees of freedom associated with the test statistic?

Degree of freedom (between) = k - 1 = 3 - 1 = 2

Degree of freedom (within) = n - k = 75 - 3 = 72

Or

(k – 1, n – k) = (3 – 1, 75 – 3) = (2, 72)

2.

Source df Sum of Mean Squares F Ratio F Probability

Squares
Between 3 70.212 23.404 1.12 0.3
groups
Within groups 996 2082.416 20.896

a. Is there sufficient evidence to reject the null hypothesis?

Since the F-ratio = 1.12 is greater than F probability 0.3, so we have sufficient evidence to reject
the null hypothesis.

b. What conclusion can be drawn from the table?

It can be concluded that the study conducted was insufficient and can be further exercised with
correct measure taken.

c. If the average importance were computed for each group, would you expect the sample
means to be similar or different?

The sample can be taken different targeting people who shop more in these regions.

d. What was the total sample size in this study?

The total sample size of the study was 999 including between and within groups from part of the
northern, southern, eastern, and western United States.